Image alt text helps communicate meaningful visual information when an image cannot be seen or loaded. For e-commerce, it should describe the product image clearly and naturally rather than act as a list of search terms.
Describe what the image shows
A useful description may identify the product type, visible color, material or view when those details matter. For example, a side view of a navy backpack is more informative than a generic phrase such as “product image.” Avoid claiming features that cannot be confirmed from the image.
Avoid keyword stuffing and repetition
Repeating the same exact phrase across every image creates poor descriptions and rarely helps users. If a gallery includes front, back, detail and scale views, make the alt text reflect the distinct view. Decorative images that add no information may need empty alt text depending on how they are implemented.
Create a simple review process
- Describe the image’s useful visual information.
- Keep wording concise and specific.
- Do not begin every description with “image of.”
- Avoid promotional claims and keyword lists.
- Check that alt text matches the actual image.
Accessible image descriptions should be written for people first and should accurately reflect the visual content.
Related reading
Continue with our guide to naming image files for a cleaner workflow. For search-related image guidance, see Google Search Central’s guidance on Google Images. For expert help, explore our e-commerce product photo editing service.
Frequently asked questions
How long should product alt text be?
Keep it short and specific, usually a single sentence or less. Include only the details a shopper would find useful.
Should I put keywords in alt text?
Only if they naturally describe the image. Write for people first; a stuffed keyword list helps neither shoppers nor search engines.
What alt text should I use for decorative images?
Images that add no information, such as pure decoration, can be given empty alt text so screen readers skip them.
